Factors of Personal Values Influencing the Purchase Intent of Feng Shui Jewelry among Generation Z Youths in Hanoi City

Abstract

To examine the personal value factors influencing the purchase intent of Feng Shui jewelry among Generation Z youths in Hanoi City, this research employs a quantitative research method based on data collected from a survey of 277 participants. Among them, 164 individuals have previously purchased or used Feng Shui jewelry and expressed the intention to continue, while the remaining participants, who have not yet made a purchase, indicated an intention to do so in the near future. The collected data was cleaned and processed using SMARTPLS software. The research results indicate that, among the four considered factors, "Quality of Happy Life" (HP) has the strongest impact on the purchase intent of Feng Shui jewelry among Generation Z youths in Hanoi City, with an impact level of 0.506. Following closely is the factor "Social Recognition Value" (CN) with an impact level of 0.256. Based on the analysis results, the research team provides insights to enhance the convenience of Feng Shui jewelry consumption while optimizing personal value for customers.